Professor Andre Forte, a social and participatory media expert at Drexel University in Philadelphia told BBC News that she doesn't forsee users turning on each other's posts.

She said: "They may use a dislike button to express some negative emotions (like frustration with ads popping up in their feeds) but I doubt it will cause them to start wantonly disliking pictures of their friends' babies, dogs, cats and cooking experiments.

"I suspect it will mainly be used to express mild disapproval, or to express solidarity when someone posts about a negative event like a death or a loss."